Marketing with a purpose works for Nike

Nike caused an uproar this month with its ad featuring former NFL quarterback Colin Kaepernick that debuted just as the football season was about to begin. But the shoemaker’s stock is up and sales have been steady.
The furor seems to have largely died down and the company reported strong earnings Tuesday.
While purpose-driven marketing can be a land mine for some companies, others like Nike have found it a useful way to appeal to their core demographic and differentiate themselves in an increasingly polarized political landscape.
“I don’t think it was a big gamble. Historically, Nike has always done this so it was no shock,” said Antonio Williams, who teaches sports marketing at Indiana University.